Google Finally Saying Goodbye to Flash

It’s Time to Say Goodbye to Adobe Flash in Display Ads

Google plans to stop running display ads in the Adobe Flash format, as it moves to the favored HTML5 format. Advertisers have two deadlines to make note of as this transition takes place.

Flash Ads To HTML5 Ads Timetable

July 2016
Google will completely stop the ability to upload display ads (with Flash) into AdWords and DoubleClick Digital Marketing by July.

January 2017
Google will stop running display ads in Flash format on the Google Display Network through DoubleClick by January, 2017. By then, advertisers need to start using HTML5.

Why The Shift From Adobe Flash To HTML5?

One of the reasons why Google is making this monumental shift is to protect consumers against potential malware. But it also helps to speed up search services, which in turn makes users happy and more likely to convert.

This change by Google also further strengthens the push toward mobile, as a move to HTML5 surely will give mobile-friendly sites an edge in search rankings. Mobile devices prevent nearly a third of all Flash ads from ever being seen.

What To Expect In The Future

Adobe Flash made up 6% of all mobile and Web video in 2015. That’s actually a pretty significant share of the market. With Google dropping support for Flash-based ads, you can assume that the format as a whole likely won’t make it much longer. In fact, some industry experts predict Flash to be gone by as early as December, 2017.

This, of course, has major implications for advertisers and marketers. In as little as just a few months, you’ll no longer be able to upload ads with Flash. That impacts the way you strategize for the 2016 holiday shopping season, for example.

While considering how to shift your advertising for the rest of 2016, you have to simultaneously put a plan into place for that impending January, 2017 deadline.

Whew. That’s a lot of work to manage … on top of your already-existing workload. Good thing OperationROI is here to help. Our team will help you design a strategy that will transition your Adobe Flash ads to HTML5 safely and in a manner that abides by Google’s timeline, but also works within your company’s schedule as well.

We know how important it is to keep up to date with Google’s many changes, but also understand the importance of shifting strategies in a way that doesn’t hurt your bottom line. Contact us today at 1-888-277-5429, or by filling out our contact form, to learn how we can help you make the transition to HTML5 for your display ads.